Pitta Rosso

The PittaRosso brand was born from a large Italian family, indeed great in terms of shoes. Three generations always in step with the times to offer the best in the distribution of footwear and to meet everyone’s needs. A family expanded to excess, which starts from owners to expand to employees, where the constant commitment of all forms an entrepreneurial reality that looks at fashion, diversification of the offer, quality and its relationship with competitive prices. Ivo, Vittorio, Pierluigi and Lorenzo Pittarello are the brothers of an all-Italian success, which has easily crossed national boundaries to become successful in Europe.

To understand it better, just take a few steps in 1. If grandfather, father, children had not been united by the same passion, the PittaRosso brand would not be known and appreciated as it is today. From the first steps in the Veneto outdoor markets, passing through the Seventies with the first shops in Padua, Jesolo and Lignano, up to the current over 200 large-scale stores, the growth was constant and unstoppable, with steps giant.

Today the corporate image is renewed and new marketing strategies and distribution techniques are set up that are destined to leave an indelible mark in terms of appeal, turnout and public loyalty.


PittaRosso is increasingly synonymous with shoes for the whole family. The reason is very simple: PittaRosso has all the numbers, and as it could not take care of footwear, to be the number one even tomorrow.

The turning point of Pittarello in 2014 goes through an exponential growth in turnover and the change of name: from Pittarello Rosso to PittaRosso. The metamorphosis in the logo, supported by new major investments in marketing and communication, also accompanies a progressive economic and financial re-launch of the chain active in the retail distribution channel of footwear for the whole family. Born 90 years ago like Pittarello, today the brand renamed PittaRosso returns to think big thanks to new resources and ambitious commercial development plans made possible by the private equity fund “21 Investimenti” led by Alessandro Benetton and the managing director Andrea Cipolloni, which in July 2011 acquired the footwear company. The leaders of the new fund have rolled up their sleeves and after a little less than two years from the start-up of the new course, they are already reaping the fruits of their patient work.

The numbers in this sense speak clearly. Starting in 2011, when the family-run business in the Veneto region made 116 million euros in turnover to then go up to 150 million in 2012, the company closed the 2013 financial year with 200 million euros, an increase of 35 %, a figure that almost doubles, cutting the milestone by 90%, the initial one of 2011.

2012, “succeeding in the difficult enterprise of substantially increasing the turnover and improving the profitability of the company”, they point out with pride by the company. In the meantime, 21 Investimenti has also worked hard on the expansion of the distribution network and rearrangement of existing boutiques, bringing home good results: the three-color brand stores have gone from 53 in 2011 to 80 in 2012 to 100 in 2013. Another twenty openings happened since 2013. At the same time, the restyling of 14 points of sale is under way, bringing the total number of historical sales points to 20 adjusted to the new format in these two years. “A further sign – let the company know – to communicate to consumers the will of the brand to enter a path of modernization”.





Pull & Bear is a Spanish clothing and accessories retailer based in Narón, Galicia. It was founded in 1986 as New Wear, S.A. and it was officially launched as Pull & Bear in 1991. It is now a part of Inditex, owner of Zara and Oysho brands. The company began to sell through an online store in September 2011.

The brand’s flagship brand, Pull and Bear aims to reach a younger clientele than its big sister Zara. Present in more than 48 countries, the brand with 680 stores intends to offer trendy and trendy pieces at very affordable prices. Like Bershka and Stradivarius, other brands of the group, Pull and Bear plays the card of the economic fashion and offers increasingly sharp collections as well as unmatched basics.

The Brand focuses on casual, laid-back clothing and accessories for young people with a very urban style, at acceptable prices. The stores themselves are designed as vanguardist spaces that are attractive to their target market. Heavy use of graphic elements and text on clothing, much of it referencing the United States popular culture.

However the clothes are not sold in the US, nor delivered to the US if bought on-line. Pull&Bear is enjoying rapid international expansion as a result of their fashion philosophy which aims at merging creativity and quality design with a swift response to market demands. New product lines introduced in stores have diversified the range of products available in Pull&Bear outlets. These new lines include; music, technology, video games and video images mixed in with the clothing. Pull&Bear introduced the “XDYE” line in 1998, a more sporty and hi-tech line of clothes linked to the icons of 21st-century youth culture.

This brand introduced the new collection named Class Wear with the famous Milanese model Mathieu Zannoni. This collection mix elegance with sport/leisure wear .Pull and Bear stores in Europe re-branded with a new logo and in-store style presentation in late 2010. In 2011 Pull&Bear introduced an online shop in September 2011.

With these successful men’s and women’s collections, the brand chooses to launch the “Teen Girls” collection for girls who have kept their child’s soul. More colorful and pop pieces that offer a nice contrast with the classic, more sober collection.

Concerned about the environment, Pull and Bear have just launched its first collection with the tag ‘Join Life’, following the rest of brands of the Inditex Group that use sustainable materials for the production of its clothes, As the brand explained, with this move they want to consolidate its commitment to environmental sustainability. For it, they have created a capsule collection from organic cotton, known for being better for the environment, since it is cultivated without fertilizers or chemical pesticides and needs 90 % less water for its production and TENCEL a fiber from the wood of sustainable forests form which production process allows reusing 100 % of the used water.

The new collection, which provides lines both men and woman, was on sale on their online store. The brand also takes advantage of recycled materials for its bags but also to recycle its alarms and hangers. In addition, the brand no longer has a paper catalog to present its collections and now favors a more ecological version, thanks to digital.

Pull & Bear made total sale of US$25,794m. The brand is showing growth year by year since 2015.pull and bear internationally focused online store generated E-commerce net sale primarily in spain and franc ease well as Poland and Russia. With regards, to the product range, pullandbear.com specializes in the “Fashion” category, particularly in the area of “clothing”. In the fashion market in Spain, pullanbear.com generated US$300m-US$400m in 2017. Therefore, pullandbear.com accounts for 0%-5% of E-commerce net sale in the market were its competitors ranked in the submarket with elcorteingles.es, zalando.es, and vente-privee. being the market leaders.




Tezenis is owned by the Calzedonia group, the group also owns ,Intimissimi ,Falconeri, Signorvino and Atelier Emé.

Tezenis Hosiery factory that  produces underwear and sleepwear the start in 1996,Vallese di Oppeano, near Verona.

The group launched  new line, Tezenis, with the same franchise strategy used for the Calzedonia and Intimissimi brands. The product line includes women’s, men’s, and children’s underwear, for a younger and more basic market than that of Intimissimi. It was successful due to a self-service formula and aggressive pricing.

The distribution network has consists of 1,730 points-of-sale in Italy and throughout the world, Tezenis has 566 stores accros the globe.while in Milan Tezenis store opened on the very centrally located Corso Vittorio Emanuele in Milan, next to the large low-price department stores Zara, Conbipel, and H&M.

The financial results for 2017, revealing an increase in sales and revenue supported by its international business.The company’s revenue increased to 2.31 billion euros ($2.84bn) last year, representing an 8.7% jump compared with the previous year. International sales accounted for 54% of the total.

Tezenis being the third to contriute to the sale which  reported  sales of 609 million ($749m).


Intimissimi is owned by the Calzedonia group, the group also owns Tezenis, Falconeri, Signorvino and Atelier Emé.

Intimissimi is an Italian underwear company founded in 1996 in Dossobuono di Villafranca di Verona. The brand is owned by the Calzedonia group.

The Intimissimi brand was founded in 1996 as a line dedicated to the Calzedonia group’s underwear . The production of the brand has then expanded to knitwear and sleepwear , while maintaining the lingerie for men and women as the main product of the brand.

In 1998 Intimissimi has 80 points of sale on the national territory, which in the following ten years reach over a thousand, with a distribution network covering the whole of Europe .

In 2007 he debuted on television the advertising campaign, titled Heartango , directed by the director Gabriele Muccino and starring Monica Bellucci , flanked by the Portuguesemodel José Fidalgo. Among the other famous faces that have lent their image to the company, we can remember the models Ana Beatriz Barros  , Vanessa Kelly , Andi Muise , Josie Maran , Bianca Balti , Irina Shayk (from 2010 ambassador of ‘company), Alyssa Miller since May 2011 for the Collezione Sposa and Tanya Mityushina in 2012  .Among the men, Jesus Luz and the actor Luca Argentero . In 2013 the testimonials are: Katsia Zingarevich, for the spring / summer collection and Blanca Suarez for the fall / winter  . In 2017 Chiara Ferragni was the designer for the ‘A Legend of Beauty’ event, the new show by Intimissimi on ice .

The financial results for 2017, revealing an increase in sales and revenue supported by its international business.The company’s revenue increased to 2.31 billion euros ($2.84bn) last year, representing an 8.7% jump compared with the previous year. International sales accounted for 54% of the total.

Intimissimi sales reached 691 million euros ($850),which followed the sales of calzedonia which  were 802 million euros ($987m).


Mame Morellato

The Origin

An entirely MADE IN ITALY history that began almost a century ago when Giulio Morellato, at the end of the first world war, began an entrepreneurial adventure opening a shop of timepieces jewellery with his brother. Later, Giulio’s focus moved towards producing and selling leather watch straps, revolutionising the business precisely when the use of wristwatches began to become common place.

The entrepreneurial story of Morellato started in 1930 when Giulio Morellato opened a watch and jewellery studio in Venice. After a few years, he specialised in producing leather straps for wrist watches, and began also to produce handcrafted jewellery in gold and silver. In the Nineties, the brothers Massimo and Marco Carraro, the sons of Giulio Morellato’s partner, acquired the entire company, giving birth to the innovative concept of “jewellery for living”. The brand’s collections have embodied this concept over the years becoming an evocative and highly successful expression of the brand’s spirit. Jewellery, precious yet easy to wear, timeless pieces for everyday life, that lives and it is brought to life by women that wear it at any time of day.

Mame Morellato
Morellato Lunae Necklace.

Morellato’s innovative concept transformed the tastes and desires of contemporary women. Women recognised that “jewellery for living” was an invaluable ally to accompany them on any occasion.
Empowered by the brand’s long-standing tradition handed down from generation to generation, by its exclusive design and innovative style, the Carraro brothers turned Morellato into a perfect example of Italian success worldwide.

Mame Morellato
Morellato Vela Watch.


No one could have imagined that this business, run in the laboratory and in a few neighbouring houses, would quickly grow to become an important Italian watch jewellery group. A business marked by a strong spirit, an ability to foresee the future. When Giulio Morellato died, I. Volpato and S. Carraro, took over the company’s management, bringing success to the Morellato group that continues to grow today. The company, carries on its tradition without losing sight of modernity, keeping the brand’s values alive and vivid: vision, innovation and quality, which have always been the essential characteristics of a good MADE IN ITALY product.

In 1999, Morellato launched a successful jewellery line with the concept “Morellato:Jewels to be lived”, positioning the brand as the symbol of modern luxury to be lived day after day. Thanks to Morellato, jewels used new materials such as steel, pearls and natural stones. The use of materials chosen through strict research and selection processes, the exclusive Italian design originating in 1930 at the Morellato laboratories in the Venice area, as well as patient artisan craft, are the winning keys of the brand, which satisfy the evolving needs of consumers and which have led the company over a short period of time to become a leader in fashion jewellery.

The first decade of 2000 saw the Morellato international growth. Over the years, the collections and their products continued to expand until the first watch lines were produced. The watch lines soon ruled the market, increasing the number of stores both in Italy and abroad increased. The brand is owned by Morellato Group, an independent Italian corporate group that has brands like, Sigh, Philip Watch, Sector, Lucien Rochat, Bluespirit, Chronostar, Furla, Maserati and Trussardi in its portfolio.

Social Responsibility

 The Morellato Group long demonstrated its commitment to the environment and society. Strict controls are exercised over the ILO (International Labour Organization). Its aim is to safeguard the dignity and rights of all the workers involved in the production chain.

For many years now the Group has been actively involved in important projects. Together with Doctors with Africa-Cuamm (Italy’s most important charity organization in Africa) and supports the Ethiopian hospital of Woolisso. And since 2010, through Philip Watch (owned by the Group) it has been a partner of the Cystic Fibrosis Foundation set up by Matteo Marzotto, Ambassador of the brand and member of the Board of the Morellato Group.


 Morellato Group closed 2017 substantially in line with 2016 , with a turnover of 166 million euros (+0.3 percent). EBITDA, on the other hand, decreased to 25.5 million euros (15.4% of turnover), compared to 28.5 million euros in the previous year. In the year just ended – as reported by the official note – the Italian group has favoured the development and consolidation activities in the main foreign markets together with the implementation of new e-commerce platforms, with particular attention to the multi-channel offer. The group, which wholly owns MorellatoSector No LimitsPhilip WatchLucien RochatChronostar, Bluespirit and Pianegonde joy brands, counts on an export share of 40 percent, with particular concentration in Europe, the Middle East and Asia.

“The 2017 financial year closed with a positive sign demonstrating the effectiveness of our medium-long term strategy, which favours the strengthening of exports and travel retail, not only in our already mature but also in emerging markets”, declared the president Massimo Carraro. “Investments in innovation and new technologies will continue for a greater omni-channel integration between our different sales channels, to guarantee to all consumers an increasingly performing shopping experience”.

Mame Morellato
Massimo Carraro, CEO and President of Morellato Group.

Current Situation

 Today Morellato is present in 45 countries worldwide, particularly in Europe, the Middle East and Asia. Morellato’s distribution network now boasts 3000 stores. In Europe, the brand can be found in all the main department stores, in the best watch and jewellery stores, in multi-brand distribution networks and in its own flagship stores.
In the wider-European markets, Morellato is distributed through free standing and shop-in-shop sales points.

Starting from the SS16 collection, the new brand ambassador is Michelle Hunziker. Over the years, Morellato has interpreted its collections through international press and television campaigns which became iconic. These campaigns have all featured stars of international fame: from Bar Rafaeli to Irina Shayk, from Sara Sampaio to Ma Su – renowned Chinese actress – and Laura Sanchez.


Mame NaraCamicie

The Origin

 The story began in 1984 when a Milanese entrepreneur, Walter Annaratone, thanks to his family’s decades of experience in retailing, focused on the possibility of opening franchised stores specialized in shirts. A quality product, combined with a sought-after image, would certainly find an important place within the Italian and international market.

Two very young entrepreneurs, Mario Pellegrino, designer and owner of “Passaggio Obbligato” and Enzo Pellettieri, owner of “Camiceria E & G”, were involved in the project. The two companies, with the entry of Walter Annaratone in the social capital, inaugurated the birth of NaraCamicie.

Mame NaraCamicie
NaraCamicie CEO & founder Walter Annaratone.
Mame NaraCamicie
A ‘new look’ for NaraCamicie stores. Restyled Montenapoleone store.


The adventure of the brand in the world of franchising distribution began more than 30 years ago, with the inauguration of the first store in via Montenapoleone in Milan on January 16 1984, still a point of reference for the sales network and brand image. NaraCamicie starts to conquer foreign markets and opens the first single-brand stores in Tokyo, Athens and New York in 1985. Nara Idee is born the same year, the brand extension dedicated to accessories (ties, bow ties, scarves).

Then in 1990, Nara Maglie is born dedicated to knitwear (men’s and women’s). That year, the brand brings to life a campaign for charity, “I was born with the shirt they are not!” in collaboration with UNICEF and supermodel Alek Wek. NaraCamicie goes on to renew the image of its stores in 2000, making the décor and ambience minimal and essential, designed to enhance the product. The next year the brand embarks into a new adventure, opening its first store in Russia.

The brand celebrated its 25 years of opening in 2009, by opening new single-brand stores both in Italy and abroad and is confirmed as the undisputed icon of the Italian shirt. Between 2010 to 2011 NaraCamicie consolidates its distribution network in the Middle East with the opening of single-brand stores in Teheran, Dubai, Abu-dhabi and Doha.

The brand celebrated 30 years of its success in 2014 by creating a limited-edition, 6 silk organza shirts all Made in Italy. The same year, the label conquers Australian market by opening a single-brand store in Sydney. Early 2016, the brand starts restyling its stores starting with the Montenapoleone store. “The Centre” of Arese welcomes the new store with open arms. NaraCamicie is now present in the largest shopping centre in Italy. NaraCamicie stylist, Mario Pellegrino was awarded ‘Mazaresi Excellence’ Award on 9th July 2016, by the Canto del Marrobbio – the cultural association active in Mazara del Vallo.

Mame NaraCamicie
Aphrodite Award 2017.

NaraCamicie arrived in Columbia in April 2017, opening a new store in Medellín. In June, the brand sponsored a women’s evening, Aphrodite Award 2017 that celebrated and awarded women from the world of cinema, writing, TV, journalism, and sports.

From March 2018, onwards the brand announced that it will restart restyling of its Italian stores starting from the Ligurian capital of Genoa, aiming to for a ‘new look’ for all its stores in the new few months.


Today NaraCamicie, with its 250 Italian and 150 foreign points of sale, has a turnover of over 50 million euros. The brand’s turnover in 2015 was around 40 million euros and the brand has been earning around 50% from foreign exports since 2013, making it one of the greatest success stories of modern Italian brands.

Current Situation

Success of the market and the public NaraCamicie stores have spread widely throughout the country and internationally. For the recent restyling works of its stores, the brand entrusted the C & P architects of Venice with the task of signing its new retail image, a project that uncovers all the upcoming openings, starting with the Arese Shopping Centre.

“We have involved Luca Cuzzolin and Elena Pedrina, two architects who were able to keep the soul of the original project, enriching it and updating it with more current contents”, explained Walter Annaratone in an official note.  




Mention high fashion sunglasses and the name that immediately springs to mind is Ray-Ban. This iconic brand has carved itself a unique place in the world of eye wear and its sunglasses have graced the faces of many famous figures, both male and female, for decades. Over the years Ray-Ban has earned a reputation for superb design, excellent performance and an unmistakable sophistication that has made it recognizable  to the world over. 



Ray-Ban is a brand of sunglasses and eyeglasses founded in 1937 by the American company Bausch & Lomb. The brand is best known for their Wayfarer and Aviator lines of sunglasses. In 1999, Bausch & Lomb sold the brand to the Italian eyewear conglomerate Luxottica Group, for a reported US$640 million.

In 1929, US Army Air Corps Colonel John A. Macready worked with Bausch & Lomb, a Rochester, New York-based medical equipment manufacturer, to create aviation sunglasses that would reduce the distraction for pilots caused by the intense blue and white hues of the sky. Specifically, MacCready was concerned about how pilots’ goggles would fog up, greatly reducing visibility at high altitude. The prototype, created in 1936 and known as ‘Anti-Glare’, had plastic frames and green lenses that could cut out the glare without obscuring vision. They also added impact-resistant lenses in 1938.The sunglasses were redesigned with a metal frame the following year and patented as the Ray-Ban Aviator. According to the BBC, the glasses used “Kalichrome lenses designed to sharpen details and minimize haze by filtering out blue light, making them ideal for misty conditions.

Ray-Ban’s most popular sunglasses are the Wayfarer, and Aviator models. During the 1950s, Ray-Ban released the Echelon (Caravan), which had a squarer frame. In 1965, the Olympian I and II were introduced; they became popular when Peter Fonda wore them in the 1969 film Easy Rider. The company has also produced special edition lines, such as The General in 1987, bearing similarity to the original aviators worn by General Douglas MacArthur during the Second World War.

After decades of producing its famous sunglasses in 1999, the Global Eyewear Division of Bausch & Lomb, including Ray-Ban was acquired by Luxottica Group for US$640 million, including the Wayfarer and Aviator brands, the company then concentrated determinedly on moving into the eye surgery business by purchasing Storz instruments and Chiron Vision.

The Ray-Ban Principles

Ever since its invention, the Ray-Ban has been all about aspiration. From its original concept of sunglasses for American airmen, and through its many celebrity endorsements, Ray-Ban has marketed itself as the brand that everyone wants to be seen in. Owning a pair of Ray-Bans should be the ultimate dream for every fashion-conscious individual who wants to look like their hero. The invention of the Ray Ban Aviator

The invention of the iconic Ray-Ban Aviator brand has its roots in the meteoric rise of the power of flight. In the 1930s the swift development of military aircraft design allowed pilots to travel ever farther, faster and higher. But this created a problem.
Pilots reported that the high levels of glare they experienced as they flew high and fast were leading to vision problems, headaches and altitude sickness. This naturally reduced their ability to function at the high levels needed for military action. A solution was needed. Sometime previously, Lieutenant General John McCready had taken a balloon flight. During this balloon flight, he had been dazzled by the sun. He then conceived the idea of a pair of dark glasses which would shade his eyes while letting him see what was around him. McCready was convinced that this type of eyewear would solve the problem of glare for the pilots. He approached B&L with a request to create sunglasses that could limit the glare without restricting the pilots’ vision. B&L set to work on developing dark glasses. Following several experiments, the prototype sunglasses with plastic frames and green lenses were produced in 1936. Thus the Aviator appeared.

The following year the plastic frames were replaced by metal ones. However, it was considered that the term ‘anti-glare’ wasn’t sufficiently striking enough to sum up the appeal of these new glasses. So the term ‘Ray-Ban’ was adopted instead, along with the Aviator tag as a nod to the aviation link. And the rest, as they say, is history. The Ray-Ban Aviator was such a success that it wasn’t only the pilots who were wearing them. Contemporary photos show them being used by the high-ranking officers as well and before too long, they were considered to be synonymous with the glamorous lifestyle of the military pilot. This set in motion the trend for Ray-Bans to be marketed as a premium product which has been continued throughout the following seven and a half decades. The B&L Ray-Ban years Ray Ban in the 30s (The Aviator, Shooter and Outdoorsman) the invention of the Aviator in 1936 marked the start of the Ray-Ban rise to fame. Within a couple of years the use of Ray-Bans had moved beyond military use and others who lived, worked and played outdoors began to see the benefits.

In 1938 B&L released the Ray-Ban Shooter, specifically designed for rifle users, with a choice of green or yellow lenses. The yellow lenses were especially useful as they filtered out blue light, enhancing detail and minimizing haze, so making it much easier for users to operate in misty conditions. The design also included a so-called ‘cigarette circle’ center which allowed the wearer to keep both hands free, which has become the Shooter’s signature feature.

Hard on the heels of that success, in 1939 B&L introduced the Ray-Ban Outdoorsman, marketed at hunters, shooters and fishing enthusiasts. Originally known as ‘Skeet Glass’, the defining feature of this brand is the various coverings for the top bar and temple ends, such as nacre and calf leather.

Ray-Ban under Luxottica

The history of Luxottica
In many ways it seemed almost inevitable that Ray-Ban would end up in the hands of Luxottica. Founded by Italian Leonardo Del Vecchio in 1961, Luxottica began life in Agordo and located in Milan. Del Vecchio was initially trained as a tool and die maker, but eventually he decided to turn his hand to making parts for eyewear instead. He moved to Agordo, the heart of the Italian eyewear industry and set up his company with others to create eyeglasses.

As time passed, the company became convinced of the need to take control of all aspects of operation, buying a distribution company (Scarrone) in 1974, and then moving on to set up a series of important contract services with such well-known companies as Armani and Vogue. It acquired shares in a number of optical companies and bought out other eyeglass providers, including OPSM and Pearl Vision. It went on to buy Erroca for €20 million and Oakley for US$2.1 billion, making it by far the largest eyeglass company on the world.

Today Luxottica accounts for over 80% of the market, encompassing the eyeglass operations of a multitude of household names including Versace, Stella McCartney, Burberry, Chanel and Armani, to name but a few. Ray-Ban in the 21st century . Luxottica began by re-designing the Ray-Ban in 2000 to take account of the new fashion trends. In a significant design re-modelling known as RB2132, the size of the frames was reduced and acetate was rejected in favour of lighter plastic.

However, Luxottica then set out to revive the fortunes of the Ray-Ban brand by launching a major expansion, which was subsequently followed by a decade-long flurry of activity.

The Ray-Ban Optical optimized prescription sunglasses in 2003. Its aim was to blend superb design and matchless attention to detail in its craftsmanship, whilst always drawing on the cultural roots that made Ray-Bans so popular.  Also in 2003, Luxottica launched Ray-Ban Junior, a range of sunglasses designed specifically for fashion-conscious children aged 8-12. This range was further expanded in 2005 to include hypo-allergenic frames that are lightweight but durable.

2006 saw the overhauling of the iconic Wayfarer model, with music photographer Mick Rock commissioned to create a memorable portfolio of images to bring the Wayfarer squarely into the modern era. Indie rock musicians were hired for this innovative project known as ‘Ray-Ban Uncut: The Wayfarer Session, and artist such as Peaches, James Murphy of LCD Sound system, Bobby Gillespie of Primal Scream and Johnny Marr of The Smiths all offering their own contemporary take on the new Wayfarer design.

A masterly publicity campaign in 2007, entitled ‘Never Hide’, harnessed the concept that Ray-Ban users simply needed to be true to their own identity to make themselves the center of attention. The campaign involved instantly recognizable personalities from the past and present,, combined with ‘ordinary’ Ray-Ban users who wanted to stand up and be counted. The world-wide nature of this innovation made a huge impact on the continued success of the brand.

Ray-Ban continued to blend the culture of celebrity seamlessly in its publicity campaigns, for example, with the Ray-Ban Re-masters project of 2008. Well-known musicians like The Kills, Black Kids, Ladyhawke, Ipso Facto and Paolo Nutini performed cover versions from the 50s and 60s to recall the popular Ray-Ban Club master design of the time.

On the back of the Never Hide campaign, Never Hide Colorise was born. Wayfarer fans could create their own unique colour designs using special pens on a white frame, whilst other innovations included printing unique designs (e.g. New York subway maps), onto the inner surfaces of the glasses.

The ‘Rare Prints’ range delved once more into movie and music culture with a series of themed prints to give Ray-Bans a contemporary edge, based around the concepts of ‘Buttons Pins’ and ‘Comics’.  And more recently, Ray-Ban has also marketed itself specifically to the LGBT community by incorporating rainbow colors into its advertising.

But in the midst of all this imaginative brand promotion, Ray-Ban did not neglect the technological aspects of their design. Always looking to improve its signature product, it launched the Ray-Ban Tech Fiber Collection, utilizing the very latest in eye wear manufacturing techniques.
The wrap-around frame construction is fashioned from seven layers of lightweight carbon fiber, making the glasses durable and extremely flexible to resist accidental damage. The lenses have similar ground-breaking features. Created from poly carbonate and crystal, these lenses which superb polarization capabilities, as well as natural high-definition color vision, a special reflective coating to eliminate glare, and enhanced UV protection.

Throughout this decade, Luxottica have continued the successful strategy of marrying celebrity endorsement, using a multi-faceted approach to raising the profile of the brand (e.g. themed music concerts). The Never Hide campaign has continued with world-wide publicity events, keeping the main ethos unchanged whilst re-inventing the application of that ethos.

Ray-Ban started life as a cutting edge technological breakthrough to solve a problem in the relatively new world of aviation. And that the future for Ray-Ban may lie in a similar ground-breaking innovation which is very much of the 21st century. On March 24 2014, Ray-Ban signed a deal with Google to collaborate in developing Google Glass. What is Google Glass? Google Glass is basically a piece of wearable technology. This looks similar to an ordinary pair of glasses, but enables the wearer to carry out many of the functions of a laptop or mobile device. This voice-activated device lets you access the internet, store information, make calls, take photos in fact, all the functions the modern, seamlessly connected user wants, but in an unobtrusive form.


Ray-Ban started with the aim of being at the very forefront of eye wear development, designing and manufacturing sunglasses that gave outstanding performance as well as being totally fashionable. As it approaches its 75th anniversary, it seem the Ray-Ban brand has every intention of maintaining this forward-looking approach and continuing to deliver iconic sunglasses that look beautiful and give unrivaled sun protection.


Mame NeroGiardini

NeroGiardini, is a brand owned by Bag Spa, a company that produces and sells a million shoes a year. Based in Monte San Pietrangeli (FM) in the Marche Region, NeroGiardini  lies at the heart of the local Fermo-Macerata footwear district, renowned for its leather craftsmanship traditions.

The Origin

Born to a family of farming in 1957, Enrico Bracalente worked hard throughout his childhood. He went to school in the morning and then helped his parents in the field. He then went to learn the trade of shoe-making in a shoe factory in the nearby region. Soon he founded a shoe company with his brother Luigi.

He tells in an interview that, they started in the basement of a Church in the village. They did all of the things on their own in the beginning, procured the materials, created shoes (thirty a day, in the beginning) and dealt with the wholesalers, all at the same time. He also says that they didn’t have any financial resources, hence, once they were paid, they bought materials and started the process all over again.

The turning point for them was when a German company placed a large order. By then, they had invested in heavy machinery and increased production. They also started hiring people. By mid 1980s they were thirty. There was a transfer of ownership in May 1998 stemming from a clash of brand philosophy, the transfer made Enrico the sole owner.

The name of the brand comes from, a comic book hero (Nero) and the surname of a shoe-making entrepreneur from Vigevano (Giardini).


Born as a small workshop, the brand developed in 1990 and within a few years it became a real symbol in the world of footwear and also secured a place for itself in the fashion accessories sector. Today, Nero Giardini shoes are a fashion icon that goes beyond the national borders, proposing itself as the banner of Made in Italy in the world. In fact, each product is marked with the Made in Italy brand, being made with specialized craftsmanship that guarantees the constant enhancement and protection of Italian know-how.

Every day 15 thousand pairs of Nero Giardini shoes are produced by the Bag Spa (the company that owns Nero Giardini), the head of which is the entrepreneur Enrico Bracalente, who grew up in the province and managed to bring his beautiful shoes all over the world, becoming the promoter of a campaign to protect Made in Italy.

The decision to produce all his shoes in an Italian factory, unlike almost all other Italian brands, makes NeroGiardini footwear a 100% Italian product, which guarantees jobs and defends the know-how and style of Made in Italy.  Despite the technological and industrial production of shoes, in fact, NeroGiardini, always tries to keep an imprint of craftsmanship and some phases of the work are still done by hand.

Mame NeroGiardini
Enrico Bracalente at “Operatore della Calzatura”.

Social Responsibility

NeroGiardini has a tradition of sourcing its skilled workforce locally and enhancing the local communities. The result is the establishment of a three-year vocational program for “Operatori per la Calzatura” (Footwear industry manufacturing technicians). The program is open to 16-18 year old students who aim to join the company’s workforce.

The company also opened a nursey to help its employees and those of partner companies meet their childcare and professional needs.

The church of San Gregorio, destroyed by the 2009 earthquake that devastated L’Aquila and surrounding areas, was completely rebuilt through the efforts of the NeroGiardini and Enrico Bracalente.


Bag Spa, owner of NeroGiardini brand, closed 2017 with a turnover of 200 million euros, -4% (about 8 million) compared to 2016, but with a soaring exports increased by 20%.

“The 2017 results are not brilliant – admitted the patron Enrico Bracalente – but the balance sheets are more than satisfactory. We have lost 15 million euros in Italy, offset by the increase in exports, but we have maintained profits, perhaps even improved. We have invested in the European market and we see the first positive signs “. The objective of Bracalente is to reach a “turnover of 400-500 million euros in the decade”. To achieve this, the European market is strategic, “we need to consolidate the results in Italy, where I will keep production”.

Mame NeroGiardini
Enrico Bracalente- the man behind the brand.

Current Situation

Enrico Bracalente remains the sole administrator and leads Bag Spa that owns NeroGiardini. Today the company employees 2000 locals and produces 18,000 pairs of shoes daily.

The brand loyalty among the consumers is only increasing with the company policy of producing only in Italy relying on the traditional craftsmanship and aiming to improve the local economy while other major competitors are relocating their manufacturing units to other places for cheaper labor. It is acts like these along with the brand’s role in social development that makes it unique and loved.


Male BasicNet

BasicNet is an Italian company that owns Kappa®, Robe di Kappa®, Jesus® Jeans, Superga®, K-Way®, Sabelt®, Briko® and Sebago®, leading brands in clothing, footwear and accessories. Founded by Marco Boglione, the Turin based entrepreneur on 1st January 1995 and listed on the Italian Stock Exchange on 17th November 1999, BasicNet operates worldwide through a network of entrepreneurs who under license produce or distribute the Group’s branded products. To these, BasicNet provides a series of services and business opportunities.

BasicNet is responsible for all the strategic activities aimed at increasing the intangible value of its brands: research and product development; industrialization of collections; global marketing; development and coordination of the network of licensees, commercial and productive; strategic finance; Information Technology, i.e. the creation of proprietary software and IT platforms for the online management of all supply chain processes. All business processes take place exclusively via the Internet, which makes BasicNet a “fully integrated web company”.

Mame BasicNet
Vista Esterna BasicNet.
Mame BasicNet
Vista Esterna BasicNet.

BasicNet is based in Turin, in the BasicVillage: a 26,000 square meters headquarter in the area of ​​an old factory, converted into offices, residential lofts and spaces open to the public and dedicated to leisure.

The activity of the BasicNet group consists of developing the value of brands and spreading the products connected to them through a global network of licensee companies. This group of companies is called “Network”. Hence the name BasicNet. The network of licensees covers all the most important markets in the world which, to date, amount to over 120.

BasicNet was born after the Football Sport Merchandise of Marco Boglione, established in 1983, took over the bankruptcy auction of October 28, 1994 Maglificio Calzificio Torinese founded in 1916 and its brands Kappa®, Robe di Kappa® and Jesus® Jeans. To these, over the years, were added the K-Way® brand (created in 1965, acquired by BasicNet in 2004), Superga® (born in 1911, acquired in 2007), Sabelt® (born in 1972, acquired in 2011), Briko® (founded in 1985, acquired in 2017) and the American brand Sebago® (born in 1946, acquired on 31st July 2017).

Mame BasicNet
Panoramic view of the headquarter.

Starting from 1 January 1995, with the introduction of a new business model, the transition from the structure of a traditional clothing company to a network business model is made, a necessary prerequisite to allow the internationalization strategy on the global market. The old textile company with a vertical structure is transformed into a modular, innovative, flexible group: a global network of independent entrepreneurs, connected to each other and with the parent company through the Internet.

The centrality of the Web makes BasicNet the first Marketplace in the history of clothing: a virtual meeting and business place for entrepreneurs from all over the world. All the steps in the supply chain take place only on the BasicNet computer platforms: here the manufacturers sell and the distributors purchase the Group’s branded products, which then reach the individual markets. At the parent company, the manufacturing and distribution companies recognize a royalty (or a sourcing commission) on each individual transaction.

Today BasicNet provides direct employment in Italy to 600 people; in the world, an induced amount has been calculated that exceeds 15 thousand units. Aggregate sales of the Group brand products amounted to € 748 million for the year 2017 (source: consolidated financial statements).

In the world, there are 1,262 BasicNet Group stores, of which 199 are in Italy (as of December 31, 2017).

Oscar De La Renta


Oscar de la Renta was an Dominican-American fashion designer in 1932 . Born in Santo Domingo, he was trained by Cristóbal Balenciaga and Antonio Del Castillo. He became internationally known in the 1960s as one of the couturiers who dressed Jacqueline Kennedy. He worked for Lanvin and Balmain. His eponymous fashion house has boutiques around the world including in Harrods of London and Madison Avenue, New York.

Oscar De la Renta was born to, Dominican Republic, to a Dominican mother, Carmen María Antonia Fiallo, and a Puerto Rican father, Óscar Avelino De La Renta, owner of an insurance company. The Fiallos, De la Renta’s mother’s family, were so embedded in Dominican society that they could count poets, scholars, and businessmen, as well as top army brass among their members. Their origin in the island can be traced back to the foundation of San Carlos de Tenerife in 1685 by Canarian settlers. De la Renta was raised Catholic in a protective family. His mother died from complications of multiple sclerosis when he was 18.

He went to study painting in Spain at the age of at 18, at the Academy of San Fernando in Madrid. For extra money, he drew clothes for newspapers and fashion houses. After Francesca Lodge, the wife of John Davis Lodge, the U.S. Ambassador to Spain, saw some of his dress sketches, she commissioned de la Renta to design a gown for her daughter. The dress appeared on the cover of Life magazine that fall. He quickly became interested in the world of fashion design and began sketching for leading Spanish fashion houses, which soon led to an apprenticeship with Spain’s most renowned couturier, Cristóbal Balenciaga. He considered Cristóbal Balenciaga his mentor. In 1961, de la Renta left Spain to join Antonio Del Castillo as a couture assistant at Lanvin in Paris.

De la Renta turned to Diana Vreeland in 1963, the editor-in-chief of Vogue for advice, saying that what he really wanted was to “get into ready to wear, because that’s where the money is”. Vreeland replied, “Then go to Arden because you will make your reputation faster. She is not a designer, so she will promote you. At the other place, you will always be eclipsed by the name of Dior. De la Renta proceeded to work for Arden for two years in New York City before he went to work for Jane Derby, an American fashion house. When Derby died in August 1965, de la Renta took over the label.

From 1993 to 2002, de la Renta designed the haute couture collection for the house of Balmain, becoming the first Dominican to design for a French couture house. In 2006, the Oscar de la Renta label diversified into bridal wear.

De la Renta’s designs have been worn by a diverse group of distinguished women and celebrities. De la Renta’s brand saw international wholesale growth beginning in 2003, under the direction of CEO Alex Bolen, from five to seventy-five locations. De la Renta’s ready-to-wear designs are available in his retail stores, online, and with select wholesale partners worldwide.

In 2014, the George W. Bush Presidential Center hosted an exhibit entitled “Oscar de la Renta: Five Decades of Style” which shared the designer’s creations for Mrs. Bush and America’s First Ladies.

Talking about the life of De la Renta was diagnosed with cancer in 2006. A year later at the CFDA “Fashion Talks” event, Executive Director Fern Mallis called him “The Sultan of Suave”. At that event, he spoke of his cancer, saying: Yes, I had cancer. Right now, I am totally clean. The only realities in life are that you are born, and that you die. We always think we are going to live forever. The dying aspect we will never accept. The one thing about having this kind of warning is how you appreciate every single day of life.

De la Renta died of complications from cancer on October 20, 2014, at his home in Kent, Connecticut, at the age of 82.


In 1977, de la Renta launched his fragrance, OSCAR, followed by an accessories line in 2001 and a homewares line in 2002. The new business venture included 100 home furnishings for Century Furniture featuring dining tables, upholstered chairs, and couches. In 2004, he added a less expensive line of clothing called O Oscar. De la Renta said he wanted to attract new customers whom he could not reach before.

In 2006, de la Renta designed Tortuga Bay, a boutique hotel at Puntacana Resort and Club. The hotel is part of the luxury hotel collection, The Leading Hotels of the World.

Design awards

In 1967 and 1968, de la Renta won the Coty Award (the U.S. fashion industry “Oscars”) and in 1973 was inducted into the Coty Hall of Fame.

From 1973 to 1976, and from 1986 to 1988, he served as President of the CFDA. He is also a two-time winner of the American Fashion Critic’s Award and was inducted into the Fame in 1973.

De la Renta’s talents received continual international recognition. Among them, he received the Council of Fashion Designers Designer of the Year Award in 2000 and in 2007 (tied with Proenza Schouler). In February 1990, he was honored with the CFDA Lifetime Achievement Award. King Juan Carlos of Spain bestowed de la Renta with two awards, the Gold Medal of Bellas Artes and the La Gran Cruz de la Orden Del Mérito Civil. He was recognized by the French government with the Légion d’honneur as a Commandeur.

Oscar de la Renta was named to the International Best Dressed List Hall of Fame in 1973.

The Dominican Republic honored him with the Order of Merit of Duarte, Sánchez and Mella and the Order of Christopher Columbus. De la Renta founded the Casa Del Niño orphanage in La Romana .He contributed extensively in the construction of a much needed school near his home at the Punta Cana Resort and Club in Punta Cana.

De la Renta held dual citizenship in the Dominican Republic and the United States. He was an Ambassador-at-Large of the Dominican Republic.

De la Renta served as a board member of the Metropolitan Opera, Carnegie Hall and WNET. He served on the boards of several charitable institutions such as New Yorkers for Children, the America’s Society. He was chairman of the Queen Sofía Spanish Institute. He received an honorary degree from Hamilton College (New York) on 26 May 2013.

In February 2014, Oscar de la Renta recreated his entire spring presentation, Designed for A Cure 2014 collection, to raise money for the Sylvester Comprehensive Cancer Center at the University of Miami Leonard M. Miller School of Medicine.

In 2014, de la Renta was the recipient of the Carnegie Hall Medal of Excellence.